Google Adwords Advanced Display Exam: Sample Questions & Answers

WARNING: This resource is purely for reference only; these are EXAMPLE questions. I will not be held responsible if you use the answers (or any of your own answers derived thereof) in the following material and then fail the Adwords Display Advanced Exam, nor will I be held responsible if none of the questions below appear in the exam at all … basically, take this page with a grain of salt as to the kinds of questions and answers you might expect in the Google Adwords Display Exam. Some of this stuff could be (and is) outdated by now, so upon your head be the responsibility if you fail the test!

Are you looking to pass the Google Adwords Display Advanced Exam, but tearing your eyeballs out at the sheer boredom of browsing through Google’s recommended training reading? Do you want potential questions and answers, but without forking over the big dollars for iPassExam, or other such resources (by the way, if you do have the spare cash then I strongly recommend that you DO buy an iPassExam membership!)

I based a lot of my study on this guy’s video, where he did a bit of cheeky screen capturing during his own exam.

What I’ve done is transcribed the questions and answers as XXXX has presented them into the content below. In my opinion, this is easier to refer to than the training video. I’ve also added some key pointers for things you should be studying on, and other questions worth knowing the answers to that aren’t included in that transcribed video.

ONCE AGAIN, if you take the exam using anything on this site as a guide and you fail, I am not responsible. The Adwords exams are easy; just study hard and you will not fail.

Now, let’s continue with the questions and answers. Each question is in plain font, with the answer in bold.

Managed Placements allow advertisers to:
Bid differently for specific placements on the Google Display Network.

Ads on YouTube can run on:
The YouTube Homepage, videos part of TY Partnership Program, claimed copyright content

When fine tuning an In-stream video ad campaign, best practice is:
Use remarketing to increase brand exposure, have a clear call-to-action within the ad, direct traffic to ad’s Brand Channel or the site with additional video content rather than a text-only site.

Display ads via AdWords are eligible to show on:
The Google Display Network, YT Search Pages, YT Watch Pages

Placement Performance report allows advertisers to:
See which Google Display Network properties displayed their ads (and associated statistics)

Why is it recommended to separate Display Network campaigns from Search Network campaigns?
Different campaign settings may be more effective on different networks.

Video search behaviour is different than traditional searching behaviour?
True

O.S.I is
The percent likelihood the campaign will deliver all impressions booked

Which is a benefit of using display advertising with Google to build brand awareness?
Expansive network of diverse sites

If an advertiser chooses to run ads in image or video formats, Google will:
Display these ads on the Google Display Network

Where do the majority of AdWords ads on YouTube appear?
Watch pages

True or False: Auction bidding is not a concern for advertisers using reservations, as these placements are at a fixed price:
True

In order to run a display ad through AdWords, a campaign must:
Be opted into the Google Display Network

What is the best definition of Google Display Advertising?
Non-text ads that use images, Flash, video, or other technologies, and appear alongside publisher content.

Which best practice is advisable when optimizing ad groups within a placement-targeted display campaign?
Group placements with similar themes into the same ad group.

Which is a method for evaluating performance that is only available for display ads created with the display ad builder?
Mouseover rate

For advertisers bidding on a maximum CPC basis, Quality Score on the Google Display Network is evaluated on the:
CTR of the ad and the relevance of the ad and keywords to the publisher’s site.

Which is a video ad that can be implemented using AdWords for video?
TrueView Video Ads.

Christina is an advertiser that wants to drive traffic to her site, has ROI goals, and is already using AdWords Conversion Tracking. Which bidding strategy is best for Christina?:
CPC

An advertiser wants a display ad to be eligible to appear on YouTube … What process does this advertiser need to follow for the ad to be eligible to appear on YouTube?
Select youtube.com or specific sections within YouTube where the ads will appear.

Which video format is charged using cost-per-view pricing?
TrueView Video Ads

Which would contribute to a higher Quality Score for a display ad?
Fast landing page load time

Frequency capping gives advertisers the ability to specify a limit to the number of:
Impressions for a unique user.

Select all that apply: Which ad formats are eligible to show on the Google Display Network?
Text ads & Video ads

In terms of number of queries, YouTube is the:
2nd largest search engine on the web.

Ads on YouTube are bought and sold on an auction basis as well as on a reservation basis at:
A fixed rate that varies by placement and country.

True or False: An advertiser can target mobile apps via AdWords.
True

An advertiser is running video ads on a placement-targeted campaign. Recently, the play rate for the video ads has decreased. To understand if the decreased play rate is due to the same users seeing the ad repeatedly and therefore not watching the video again, this advertiser should:
Run a Reach and Frequency report.

Which of the following metrics is typically most important in measuring a direct response advertiser’s performance on the Google Display Network?
Conversions

Which is a unique benefit of creating a separate campaign that is only targeted to the Google Display Network?
Allocate budget and control spend more effectively across campaigns.

Advertisers might choose to advertise on YouTube if their goal is to:
Target a specific demographic using sound and motion.

A direct response advertiser is primarily interested in generating conversions from a display campaign. To get the best ROI, this advertiser should use:
Conversion Optimizer

What is a best practice for building ads using the display ad builder?
Add a visible display URL.

Frequency capping limits the number of times:
Your ads appear to the same person on the Display Network.

Select All That Apply: which characteristics will result in a disapproval from Google for image or display ad policy violation?
Ad is an image of a system warning box, ad appears sideways, ad uses a strobing background?

The AdWords system will calculate the effective cost-per-thousand impressions (eCPM) for an ad entering into an auction for the Google Display Network when there are:
Both CPM and CPC ads entering the auction.

In regards to advertising metrics, Auction-based reports can be reviewed by logging into AdWords and Reservation-based reports can be reviewed:
By requesting it from the Google representative.

For an advertiser focused on branding, what are the key success metrics?
Reach and Frequency.

With Click-To-Play videos, a best practice is to:
Use a call-to-action in the opening image.

Which feature applies to the Google Display Network, but not the Google Search Network?
Frequency capping

An advertiser who sells Java coffee beans has added the keyword ‘Java’ to an ad group. After two weeks, the advertiser runs a Placement Performance Report and notices that the ad is showing up on websites related to JavaScript programming. What should the advertiser do in order to avoid appearing on these irrelevant sites and other sites related to JavaScript programming?
Add negative keywords like “programming” or “Javascript”

Which bidding option is best suited for an advertiser focused on branding goals?
Cost-per-thousand impressions.

Which ad format is easiest to create, edit, and has the widest reach on the Google Display Network?
Text ads

An advertiser who wants to target specific categories of video on the Google Display Network should:
Use the Adwords for Video Tool

When reviewing her display campaign, Gina sees that there are spikes in traffic to her site on weekdays from 10am to 1pm. With this data, which would help optimize her campaign?
Ad Scheduling.

Display inventory on the Google Display Network can come from AdSense or:
The DoubleClick Ad Exchange.

Which bidding option is best suited for an advertiser focused on direct response marketing goals?
Cost-per-click (CPC)

Ads are more likely to be contextually relevant with the sites they’re on using:
Topic targeting

An advertiser creates a display ad with the display ad builder. The ad does not display properly for all of the ad sizes that the advertiser wishes to use. What should the advertiser do to ensure that the ad can be shown in all ad sizes without limiting exposure?
Create new display ads that will work well with the ads sizes that are not displaying properly.

When planning a campaign, the first thing that an advertiser should think about should be:
The advertiser’s goals.

Select all that apply: Which are the ways to limit exposure of ads?
Using negative keywords & using site and category exclusion

An advertiser notices that a display campaign is receiving a large number of conversions at certain times and days of the week .Which feature would help this advertiser maximize the number of conversions received at the campaign’s current budget?
Ad Scheduling

An ad’s Quality Score on the Google Display Network will affect:
Whether an ad is eligible to enter in the ad auction

Select all that apply: TrueView in-stream ads:
Are video ads that play like a TV-style ad, are video ads that play for 5 seconds, then viewers have the option to keep watching or can skip it.

Which automatically optimizes both targeting and bidding to help find additional conversion for Display Network campaigns?
Display Campaign Optimizer

True or False: An advertiser can target YouTube homepage on mobile devices via AdWords.
False

Select all that apply: In planning a reservation-based campaign, an advertiser should think about:
The minimum spend requirements, the global availability of ad units and placements, creative submission and turnaround time of video assets.

In order to use the Conversion Optimizer, an advertiser must:
Be using CPC bidding

If a display ad appears “above the fold,” this means that the ad:
Can be viewed in the upper portion of the page without scrolling

Anna is an advertiser that wants to increase the reach and visibility of her ads. Which bidding strategy is best for Anna?
Cost-per-impression (CPM)

If a display ad has been disapproved, how does an advertiser submit a request for another review:
Save the edited ad or upload a new ad in AdWords

An advertiser who already has AdWords Conversion Tracking installed wants to optimize a campaign that contains display ads. In order to identify the websites that are generating sales, the advertiser should review:
The conversions column of the placement performance report.

John is an advertiser concerned the traffic fluctuations from his campaign he created through AdWords for Video. Which is a reason why traffic fluctuations may have occurred for this video campaign?
User behaviour has changed on the videos or channel being targeted.

Advertisers using the Google Display Network can use the Placement Performance Report to determine:
The site URL where users have seen their ad.

An advertiser using cost-per-thousand impressions (CPM) bidding wants to maximize exposure on a specific set of sites that have been selected for a new campaign. Which is a best practice that this advertiser should employ when setting up the new campaign?
Set bids at the ad group or campaign levels.

Which allows advertisers to see which sites referred visitors with the most time spent on site?
Google Analytics

Which tool is best suited to aid an advertiser that does not want to do the work of finding and bidding on placements?
Display Campaign Optimizer.

An advertiser who purchases a YouTube homepage masthead ad pays a:
Fixed cost-per-day (CPD)

T or F: A best practice for selecting keywords with a TrueView in-display campaign, is to consider using other YouTube user tags for keywords.
TRUE

What is a benefit of using the display ad builder to create an image ad?
Ability to choose from pre-existing design templates.

With TrueView in-search, an advertiser pays:
Only when a viewer chooses to watch the video.

Which allows an advertiser to reach users that have previously visited the advertiser’s site, and show the user relevant ads when the user visits other sites on the Google Display Network?
Remarketing

Select all that apply: Which types of targeting are allowed on YouTube?
Remarketing, Interest Category Targeting, Topic Targeting

Select all that apply: YouTube Brand channels:
Can be used to develop a social strategy through “friendships” with users. Are a way for an advertiser to house and curate content.

Jimmy is a surfing company’s brand manager, and is implementing his video campaign. When selecting his video still, which is the best to demonstrate that the video is a short surfing video?
When the surfer paddles out to the wave.

Cost-per-thousand impressions (CPM) bidding is only available for:
Campaigns that target the Google Display Network

An AdWords advertiser who is promoting the release of a French film wants to advertise on YouTube. The film is entirely in French with no subtitles. The advertiser is already promoting the film heavily in France through a traditional advertising campaign but wants to ensure that the online ads reach the most relevant YouTube audience. Which targeting option should this advertiser select?:
Set language targeting options for the campaign containing the ads for the film.

T or F: When an advertiser edits an extension within an Enhanced Campaign, then all the performance statistics are lost.
FALSE

Select All That Apply: For auction-based campaigns using cost-per-click (CPC) bidding, best practices include to:
Target YouTube through managed placements (or placement targeting). Optimize the campaign to focus on a high CTR, strong ad rank, and quality score. Combine CPC bidding with Google Conversion Tracking and Google Analytics to provide added insight.

Select All That Apply: Which campaigns are suited to begin making significant structural changes?
A campaign in week 1 that has over 100,000 impressions. A campaign in Week 10 that has 50 impressions.

When advertisers who are using cost-per-thousand impressions (CPM) bidding click on their own display ads, Quality Score is not affected because
CTR is not a factor with CPM bidding.

Frequency capping limits the number of times:
Your ads appear to the same person on the Display Network

Which is a best practice for creating an effective ad using the display ad builder?
Use a color scheme that compliments your image and brand.

The display ad builder allows advertisers to: Use templates to create display ads at scale.
Google Adwords Display Advanced Exam: Practice Questions & Answers

TrueView in-slate ads show:
Before YouTube partner videos that are 10 minutes or longer

An advertiser purchasing display advertising through other ad networks can still benefit form AdWords display ads because the advertiser:
Can fill in the gaps of niche and mass-marketed sites using AdWords targeting options.

When optimizing for the Google Display Network, a clear call-to-action in the ad text is important to:
Set expectations for users who are in various stages of the buying cycle.

Which feature could help advertisers determine if the clicks they are receiving on the Google Display network are valuable?
Conversion Tracking

Which is the best type of campaign for advertisers to target a set of specific sites they’ve chosen?
Placement targeting

An advertiser who has seen success on the Google Display Network with text ads wants to start using display ads for a seasonal advertising campaign. The advertiser has a medium-sized creative team to create these ads. Why should this advertiser consider using Google’s display ad builder tool as opposed to other tools?
Display ad builder will allow the advertiser to easily create and change creative messaging.

Which report is helpful when using Site and Category Exclusions?
Placement report

When competing for the same ad unit, if the Ad Rank of a cost-per-thousand impressions (CPM), placement-targeted ad is higher than the combined Ad Rank of all competing keyword-targeted ads, then the:
Placement-targeted ad will be the only ad to appear in the ad unit.

Select all that apply: What type of conversion reporting is available with Enhanced Campaigns?
Calls as conversions, sales transactions as conversions.

How long should advertisers wait after creating a new display campaign before analyzing its performance?
2-3 weeks.

Jackie is an advertiser that wants to target by using both Remarketing and Product listings. What is the best targeting strategy for Jackie to execute this?
Create two campaigns : one targeted to “Display – Remarketing” and the other targeted to “Search – Product Listings”.

If you’ve got any questions about the Adwords certification exams (I’ve passed all three) feel free to leave a comment and and I’ll try to help you. I’m excited to expand further into paid advertising, and believe that PPC has some great benefits for us as Internet marketers.

Make sure you watch this video as well:

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